How Zach Top Turned 'I Never Lie' Into His First Hot 100 Hit: 'This Song Goes In The Face Of What's Out There Right Now'

By the time surging newcomer Zach Ball released his debut country album, Cold Beer & Country Musicin April, the 27-year-old singer-songwriter was already seeing a groundswell of support from fans and his fellow artists. With his unabashed devotion to traditional country sounds on songs like “Bad Luck” and “There's The Sun,” matched with his unmistakably country drawl, the singer-songwriter from Sunnyside, Wash., has drawn comparisons to such '90s country luminaries as Alan Jackson, Doug Stone and one of his musical heroes, Keith Whitley.

Top, who is signed with label Leo33 and managed and published by Major Bob Music, has been on tour with reigning CMA entertainer of the year Lainey Wilson since May. He was a guest at Dierks Bentley's early September headlining show at Nashville's Bridgestone Arena and most recently teamed with bluegrass luminary Billy Strings to release a trio of collaborations for Apple Music.

As Top's “Sounds Like the Radio” continues to grow on Billboard's Country Airplay chart, reaching a new No. 16 high on the Nov. 9-dated list, another track from Cold Beer & Country Music has also grown into a chart hit: “I Never Lie.” After the slow grooving, sarcastic song became his first entry on the Billboard Hot 100 in September (it has since reached a No. 68 high), his team pushed “I Never Lie” to country radio. It debuted on Country Airplay in late October, giving Top two songs simultaneously on the ranking — a feat more typically reserved for arena- and stadium-headlining stars in the genre.

He's up for new artist of the year CMA Awards later this month, and his rising career has led to additional dates to his 2025 Cold Beer & Country Music Tour, which launches Jan. 16 in Nebraska, with openers Jake Worthington and Cole Goodwin.

Billboard caught up with Top to discuss “I Never Lie” reaching new chart heights, as well as his thoughts on his upcoming CMA Award nomination for new artist of the year and who he thinks will take home the entertainer of the year honor.

“I Never Lie” was included on your debut studio album, Cold Beer & Country Music. How did the song come together?

I wrote it with Carson Chamberlain and Tim Nichols. I have one of my more clever rhymes on there, with the “Angel” and “April” rhyme in the first verse [“You still look like an angel/I heard you’re doin’ fine, got promoted back in April”]. We cut it pretty old-school with the band, and I sang and tracked the vocals as they were playing. They never hear the song until the day we record it. I'll have an acoustic recording of it on my phone, and they hear it once or twice, and that's it. It's two or three takes and we play it like we feel it. We might overdub a thing or two or add some fills, but it's all played live, nothing computerized about it. Carson produced it [engineer] Matt [Rovey] mixed it up.

What has been your reaction to it connecting with fans on this level?

It may be the country's song on the record. It sticks out and there's nothing but steel guitar on there — you haven't heard a song like that, sonically, in a long time. I think people have had an appetite for my kind of country for a little while, and we're getting a dose of it. Songs like “Sounds Like the Radio” and “Cold Beer & Country Music,” you would expect those to be hits because they are up-tempo. This song goes in the face of what's out there right now.

When did you first realize the song was a hit?

We had been playing it in live shows, so people already knew it. Around April 5, we had our album release show, and over the last four months, it has really taken off. Our fans know every word of every song on the album — they are not just waiting to hear one song. It gives me chills every night when we play that first riff [of “I Never Lie”]. They don't need to hear any words, they know it from that first note.

“I Never Lie” debuted on Country Airplay in late October, giving you two current hits on the Billboard chart, including the top 20 hit “Sounds Like The Radio.” How does that feel?

I'm excited, because you don't see that a lot with an artist as new as me. I'm proud to have the success so far and not be just a one-hit wonder.

You've also gained traction on TikTok with “I Never Lie.” What is your approach to social media?

I don't go on social media much. There is a girl named Cheyenne in my band who has TikTok and she'll tell me about videos that have “I Never Lie” or other songs in them. I was never very into social media — it was just a tool to get music out there. Early this year, I turned it all over [to my team]. I don't have the apps on my phone, and I don't think I have the logins. It can suck you in, scrolling through, and I think it's probably healthy for me to stay off it.

You are nominated for new artist of the year at the CMA Awards on Nov. 20. What do you remember about finding out about your nomination?

It's funny because I got a couple of texts that said, “Congratulations,” and I was like, “It's not my birthday. What's going on? They sent me screenshots and filled me in. There are a bunch of big artists on that list, and I'm proud to be in this group.

Who do you think will win entertainer of the year at the CMA Awards?

I think Lainey [Wilson] would be a good pick. She puts on a hell of a show and is a great entertainer. Oath [Chris] Stapleton, I saw his show at [Nashville’s] Nissan Stadium, and I hadn't seen his show before and it's pretty old-school with the band up there. He sings and captivates people with his voice and music, so he gets my vote, too.

A version of this story appears in the Oct. 26, 2024, issue of Billboard.